THE STORY OF YOU
Launch a global campaign to authentically connect with Subaru’s diverse audience, emphasizing Subaru vehicles enhance and complement the lifestyles of their owners rather than promote an unrealistic aspiration.
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CHALLENGE
Competitors often market vehicles as status symbols, but I recognized Subaru's needed to communicate its authenticity and inclusivity. The challenge was to shift from traditional advertising to a more personal, inclusive message, saying, ‘We get you.’ I also aimed to maintain a premium look and feel to align with the higher cost of Subaru vehicles in global markets.
STRATEGY
We launched “The Story of You” campaign, positioning Subaru as a companion who understands and adapts to each owner’s unique lifestyle. By focusing on emotional resonance and authenticity, I portrayed Subaru vehicles as partners in life’s journey, not just tools for status. The campaign embraced diversity, unconventional approaches, and out-of-the-box thinking to create messages speaking directly to individuals. Whether it’s the excitement of a first date, the security of driving home a newborn, or the freedom of a family road trip, the campaign aimed to evoke nostalgia and shared sentiment, deeply connecting with personal stories. This philosophy guided the approach to every Subaru product, ensuring the brand’s premium value was reflected throughout.
IMPACT
The global campaign launched with a series of narrative-driven advertisements featuring real-life stories from Subaru owners worldwide. These stories illustrated how Subaru vehicles seamlessly enhance everyday lives, presenting them as reliable partners in life’s adventures. We leveraged multiple media channels, including TV, digital platforms, and social media, to maximize reach and engagement. Tailoring the messaging to resonate with diverse audiences, we ensured the campaign maintained a cohesive and premium brand image. The result was a powerful campaign, deeply connecting with Subaru’s audience, fostering loyalty and reinforcing the brand’s core values.
